At a time when brand purpose is becoming a differentiator, the ad experience itself can become part of that strategy – highlighting what a brand stands for, increasing engagement and raising money for causes.
National Geographic has joined forces with innovation consultancy R/GA, inviting Australians to submit ideas about how to tackle the problem of plastic waste that is despoiling the country’s coastline and marine life.
Claudia A. Rademaker, Marla B. Royne, and Mikael Andéhn, Journal of Advertising Research, Digital First, April 2019
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
Ethics are becoming more and more important to businesses as consumers’ awareness grows - and for fast fashion, an industry based on high volumes and low prices, this shift brings a moment of reckoning.
The Lok Sabha elections are proving a good time for advertising and marketing in India, as political parties invest in every available channel in search of voter support and as media owners and brands latch onto the democratic process for a range ...
Brands face obstacles to pursuing a purpose, but the opportunity is immense. Alex Gordon of Sign Salad explores how a crisis of trust is feeding the trend and how some brands have uncovered a competitive advantage and how others have failed.
In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.
Unilever’s outgoing Chief Marketing & Communications Officer tells WARC's Anna Hamill the Unilever campaign he is most proud of, how failing can be helpful, and the lessons from a product launch which wasn’t a success.
Livio Martucci, WARC Exclusive, April 2019
Offers brand managers and marketers advice on how to tackle plastic packaging in the FMCG industry and how big data and an authentic approach towards corporate social responsibility can help drive brand loyalty.
Four fifths of consumers globally believe companies should help improve the environment, according to a recent survey by Nielsen, and brands are starting to respond with increasingly bold messages and commitments.
Using purpose to power behavioural change, involving customers to drive brand engagement and weaving creativity into the customer experience, are the three main themes that power the world’s most creative campaigns, according to a new WARC ...